Question 1

Print media has the advantage of intrusion value.

Accepted Answer

A) True 
 B)False  False

Question 2

Radio is not a viable medium for business-to-business ads.

Accepted Answer

A) True 
 B)False  False

Question 3

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially with television, out-of-home, and internet ads.

Accepted Answer

A) True 
 B)False  True

Question 4

While many tactics used to develop advertising campaigns in the United States apply to international advertising, differences do exist in terms of the nature of the target market, media preferences, and the processes used to buy media time and space.

Accepted Answer

A) True 
 B)False

Question 5

Out-of-home advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

Accepted Answer

A) True 
 B)False

Question 6

If the objective of an advertising campaign for JD Bank is to increase brand recall, then reach is more important than frequency.

Accepted Answer

A) True 
 B)False

Question 7

Magazines offer all of the following advantages except:

Accepted Answer

A)   high level of market segmentation.
B)   high level of color quality.
C)   long life.
D)   short ad lead time.

Question 8

The largest category of expenditures on out-of-home advertising is for local services and amusements.

Accepted Answer

A) True 
 B)False

Question 9

Name the challenges present in business-to-business media selection and in international media selection.

Accepted Answer

The answer of Name the challenges present in business-to-business media...

Question 10

Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market?

Accepted Answer

A)   Gross rating points
B)   Opportunities to see
C)   Gross impressions
D)   Cost per rating point

Question 11

CPRP stands for:

Accepted Answer

A)   cost per rotation program.
B)   closest programmed ratings plan.
C)   cost per rating point.
D)   cumulative program for ratings points.

Question 12

Ratings measure the:

Accepted Answer

A)   relative efficiency of a media vehicle in hitting a target market.
B)   percentage of households tuned into a particular television show or viewing a medium such as a magazine.
C)   quality of the vehicle relative to its promotional impact.
D)   degree of clutter on a given night.

Question 13

Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period?

Accepted Answer

A)   Reach
B)   Frequency
C)   Demographics
D)   Impressions

Question 14

The technology that allows a company such as DirecTV to obtain consumer information from marketing research firms and combine it with the company's data to send targeted ads to its subscribers that meet specific criteria is:

Accepted Answer

A)   spot ratings.
B)   targeted ratings.
C)   dynamic advertising.
D)   C3 ratings.

Question 15

Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:

Accepted Answer

A)   place an ad in few media, but use a high frequency level.
B)   maximize reach through using multiple media and multiple outlets.
C)   maximize frequency through using just a few media outlets.
D)   utilize broadcast media that offer the lowest CPM.

Question 16

The size of an advertising agency or media buying firm has an impact on the rates that a company will pay for media time and space.

Accepted Answer

A) True 
 B)False

Question 17

Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:

Accepted Answer

A)   cost per thousand.
B)   gross rating points.
C)   opportunities to see.
D)   reach and frequency.

Question 18

Retailers like newspaper advertising because it offers geographic selectivity.

Accepted Answer

A) True 
 B)False

Question 19

In terms of social media and television, research by Nielsen's Social Guide Service found that the heaviest Twitter activity occurred:

Accepted Answer

A)   just prior to a particular TV show.
B)   during commercial breaks.
C)   during the TV show.
D)   immediately following the TV show.

Question 20

In determining the optimal media mix for an advertising campaign, the best sources of information would be:

Accepted Answer

A)   media representatives.
B)   creatives and traffic managers.
C)   account planners and account executives.
D)   media planners and media buyers.

Exam 7: Traditional Media Channels

Print media has the advantage of intrusion value.

Radio is not a viable medium for business-to-business ads.

Identifying the difference between consumer ads and business-to-business ads is becoming more difficult, especially with television, out-of-home, and internet ads.

While many tactics used to develop advertising campaigns in the United States apply to international advertising, differences do exist in terms of the nature of the target market, media preferences, and the processes used to buy media time and space.

Out-of-home advertising has changed dramatically with the development of new technologies, such as global positioning systems, wireless communications, and digital display technology.

If the objective of an advertising campaign for JD Bank is to increase brand recall, then reach is more important than frequency.

Magazines offer all of the following advantages except:

The largest category of expenditures on out-of-home advertising is for local services and amusements.

Name the challenges present in business-to-business media selection and in international media selection.

Which of the following is a measure of the efficiency of a media vehicle relative to a firm's target market?

CPRP stands for:

Ratings measure the:

Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period?

The technology that allows a company such as DirecTV to obtain consumer information from marketing research firms and combine it with the company's data to send targeted ads to its subscribers that meet specific criteria is:

Based on recency theory, the best media strategy for a firm advertising lawn mowers would be to:

The size of an advertising agency or media buying firm has an impact on the rates that a company will pay for media time and space.

Multiplying a vehicle's rating times the number of insertions for an advertisement calculates the:

Retailers like newspaper advertising because it offers geographic selectivity.

In terms of social media and television, research by Nielsen's Social Guide Service found that the heaviest Twitter activity occurred:

In determining the optimal media mix for an advertising campaign, the best sources of information would be: